The Critical Role of Brand Love in Clothing Brands

Turgut, Merve Ulku; Gültekin, Beyza

doi:10.17261/pressacademia.201519963

Cited by 17 publications

(32 citation statements)

References 66 publications

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“…The third is a consumer group with potential importance as consumers of today and tomorrow (Ünal and Erciş, 2007, p. 326-327). The study sampling is limited to the consumers aged 18 to 24 as some studies using variables of similar nature (Ishikawa, 2013;Sarkar, 2014;Turgut and Gültekin, 2015;Bıçakcıoğlu, İpek and Bayraktaroğlu, 2018;Akın, 2017;Gómez and Pérez, 2018;Phiri, 2018) mainly involve young consumers as sampling. Moreover, given the relationship between age and consumption-related assessments (Sarkar, 2014, p. 484), it was considered that sampling consisting of young consumers would be more fitting to analyze the concept of brand love.…”

Section: Methodsmentioning

confidence: 99%

The meditating effect of brand love in the relationship between brand experience and brand equity

Akgözlü

Kılıç

2021

bmij

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The purpose of this study is to examine whether brand love has a mediating effect on the relationship between brand experience and brand equity. The research data were obtained from 503 participants between the ages of 18-24 in Istanbul. Face-to-face survey technique was used as a data collection method, quota sampling and convenience sampling methods were preferred as the sampling method. The collected data were tested using exploratory factor analysis, confirmatory factor analysis and structural equation modelling analysis within the framework of the conceptual model of the research. According to the findings of the research, it has been determined that four dimensions of brand experience (sensory, emotional, intellectual and behavioral) have a positive effect on two dimensions of brand love (affection, passion) and four dimensions of brand equity (brand awareness, brand associations, perceived quality, brand loyalty). However, it was concluded that brand love has no mediating effect on the relationship between brand experience and brand equity.

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Section: Methodsmentioning

confidence: 99%

The meditating effect of brand love in the relationship between brand experience and brand equity

Akgözlü

Kılıç

2021

bmij

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“…2.1.2 Brand love. Among all consumer-brand relationships present in the literature, brand love seems to be one of the most recent and popular marketing constructs (Batra et al, 2012;Bergkvist and Bech-Larsen, 2010;Carroll and Ahuvia, 2006;Turgut and Gultekin, 2015). According to Fournier (1998), the core elements of the consumer-brand relationship include love and passion, with "love" being defined as a richer, deeper and longer lasting feeling than a simple preference for the brand.…”

mentioning

confidence: 99%

The impact of brand personality on consumer behavior: the role of brand love

Bairrada

Coelho

Lizanets

2019

JFMM

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Purpose The purpose of this paper is to analyze the influences of brand personality on consumer behavior, with a special emphasis on the brand love construct. The aim is to expand upon existing literature in the field of branding, investigating the relationship between brand love and brand personality through experiential approaches to consumer behavior. Design/methodology/approach The conceptual model and the analysis of related hypotheses were based on a sample of 478 Portuguese clothing brand consumers. The data were collected using an online survey and the data analysis was done using the structural equations modeling. Findings The results show that brand personality has a positive and significant impact on brand love, resistance to negative information and self-disclosure and brand love has a positive and significant impact on brand loyalty, word-of-mouth, resistance to negative information, willingness to pay more, self-disclosure and active engagement. Research limitations/implications This study has some methodological limitation affecting its potential contributions. This investigation has a cross-sectional nature and only tested a few variables as consequences of brand personality. Practical implications This investigation provides evidence of the major impacts of both brand personality and brand love, showing how they combine to boost relevant outcomes like brand loyalty, WOW, willingness to pay more, resistance to negative information, self-disclosure or active engagement. Originality/value The originality of this research is related to three fundamental aspects: it is the first time the relationship between brand personality and brand love is tested using second-order modeling to capture the combined effects of all dimensions of brand personality; the influence of brand personality is usually related to attitudes (e.g. word-of-mouth, willingness to pay more, etc.) and not with feelings, such as love, the most powerful feeling that can be established between two people or between a person and a brand (in the case of brand love); and the authors tested brand love by linking brand personality and some traditional relational outcomes under the assumption that brand love can strengthen such relationships.

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“…Para conquistar seus clientes as empresas precisam chamar a atenção para seus produtos posicionando sua marca de uma forma que o atraia. Os gestores de marcas deverão ter atenção as especificidades das marcas e dos indivíduos que a consomem, de modo a alcançarem vantagens competitivas sobre a concorrência (Jahn & Kunz, 2012;Sarkar, 2011;Turgut & Gultekin, 2015). Pois, se a empresa não disponibiliza algo de diferente, os consumidores não veem razão para não preferir pela concorrência.…”

Section: Marca E As Estratégias De Promoçãounclassified

Marketing Sensorial e Consumidores com Deficiência: Uma análise a respeito da lembrança de marca

Guerra¹,

Dias

2021

CBR

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O uso do Marketing sensorial vem se disseminando pela capacidade de criar experiências marcantes aos consumidores, que com o estímulo adequado, reagem ou criam memórias a respeito da marca. No entanto, nem todos os consumidores podem receber informações ou estímulos por meio de todos os sentidos, o que, em muitos casos pode significar alienação e falta de interação com as marcas. O objetivo deste trabalho foi analisar como estratégias de marketing sensorial são percebidas por consumidores com deficiência auditiva e visual. A metodologia foi classificada como descritiva e exploratória, com abordagem qualitativa na coleta e análise de dados. Realizou-se uma pesquisa de campo e a entrevistas semiestruturadas. A análise dos dados se deu por análise de conteúdo. Pode-se observar que os deficientes sensoriais são limitados nas suas escolhas, por falta de acessibilidade, principalmente quando a comunicação da marca não consegue atingir completamente os públicos, já que um aspecto sensorial diferente poderia ser usado para pessoas que possuem alguma limitação. Por mais que o marketing sensorial aproxima-se estrategicamente das pessoas, sozinho não consegue comunicar-se plenamente com este público. Os deficientes sensoriais conseguem realizar compras, mas poucos desenvolvem preferências pessoais, e quando possuem, baseaim-se em influencia de familiares, amigos e conhecidos.

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The Critical Role of Brand Love in Clothing Brands

Cited by 17 publications

References 66 publications

The meditating effect of brand love in the relationship between brand experience and brand equity

The meditating effect of brand love in the relationship between brand experience and brand equity

The impact of brand personality on consumer behavior: the role of brand love

Marketing Sensorial e Consumidores com Deficiência: Uma análise a respeito da lembrança de marca

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